Multifunction The new HP Scanjet 7650 shows how easy and efficient professional document management can be: it offers fast electronic access to information, low storage costs and the ability to create professional presentations using the image editing software supplied. With the fast flatbed scanner (12 A4 pages in color or black and white per minute), even bulky documents such as thick books or large folders can be scanned with ease - even unattended with an automatic 50-sheet duplex document feeder. www.hp.ch

Service Since the beginning of March, Roman Flecklin has been working as Key Account Manager at the Baar-based printing company Multicolor Print, where he looks after customers in the Zurich region. Flecklin brings with him expertise as a typesetter and customer consultant in internal and external sales. Most recently, he was Head of Sales/Marketing at EDP Services, a provider of standard software in the publishing industry. www.multicolorprint.ch

Tourism The successful Italian tourist region of South Tyrol bundles its diverse offerings under one umbrella brand. It not only identifies vacation resorts, hotels, museums and cable cars, but also numerous agricultural products. "South Tyrol - a land of contrasts and diversity. Hardly any other region in Europe is as varied as the area between Brenner and Salurn," says a self-confident PR text from the Südtirol Marketing Gesellschaft (SMG). The promoters of the northern Italian province do such a good job that some contemporaries believe that South Tyrol is a state in its own right. The cultural landscape with its rugged Dolomites, romantic castles and Mediterranean cities of Bolzano and Merano smelling of broom is an extremely successful vacation region. Every year, four million guests travel to this orchard steeped in culture, and the hotels record 20 million overnight stays. However, South Tyrol did not have good cards for a long time. Until 1918, the then predominantly German-speaking region belonged to the Austrian monarchy; after the First World War, most of it fell to Italy; the Italian population grew rapidly due to immigration. After the Second World War, South Tyrol was regarded as a province of unrest striving for independence, where activists blew up high-voltage pylons and police stations. After serious political disputes, a statute of autonomy came into force, which guaranteed equal rights for the German and Italian languages. The language groups now live well together and South Tyrol is one of the most prosperous regions in Italy.
A patchwork of logosTourism and agriculture are the main pillars of the South Tyrolean economy. Hundreds of hotels and guesthouses and the largest contiguous fruit-growing area in Europe, magnificent vineyards and green meadows form an attractive and exciting symbiosis. However, 90 tourist logos and a further 50 brands are increasingly confusing potential guests, a historically grown diversity, a tuttifrutti of labels into which those responsible wanted to bring order with the creation of an umbrella brand. Provincial Councillor Werner Frick took the initiative a year and a half ago and sat down with Christoph Engl, the agile head of Südtirol Marketing Gesellschaft (see interview on page 13). "One fist is stronger than five fingers," is how the marketing strategists formulated their concept - somewhat rigorously, but unmistakably.
Brand values identifiedIn the search for a suitable agency, the Berlin brand agency MetaDesign, which advises Audi, Apple and Siemens, among others, was found. A working group set up by the South Tyrolean government began by conducting surveys to determine the brand values of the region. Plus points such as "credible", "genuine" or "have time and enjoy" and "warm hospitality" emerged. Further values distilled from the guest surveys: "full of contrasts" and "rich in tradition", all of these qualities should be represented by the new umbrella brand.
The lettering designed by MetaDesign contains two different shades of green, plus a stylized mountain range striped in all the colors of the rainbow, which is integrated into posters, for example, but also appears on letters. The font chosen for the "Südtirol" logo conveys a woodcut-like pithiness rather than light elegance. In a detailed manual, MetaDesign developed a guideline for the various possible applications of the new typeface.
In Italy, the region is called "Alto Adige", which is why this logo, which is also legally protected, was chosen for the inland area in the same font; here, too, the pop mountain range serves as an eye-catcher.
In the German-speaking world, the "Südtirol" logo is often coupled with the headline "Magie der Vielfalt" (Magic of diversity); in the English-speaking world with "South Tyrol, the magic of diversity". Soon, the "South Tyrol" logo will have the same level of recognition as the "Italia" or "España" logos.
In order to achieve this ambitious goal, the umbrella brand will be quickly awarded by an "umbrella brand advisory board" to all regions, towns, businesses and organizations that work in harmony with the values and philosophy of South Tyrol. The spectrum ranges from the four-star hotel in Bolzano to the fruit-growing museum in Lana and the cable car in the Ötztal Alps. Of course, a guesthouse whose wine list does not include a South Tyrolean wine does not have the slightest chance of being able to adorn itself with the umbrella brand.
Broad umbrellaSouth Tyrol is also an agricultural heavyweight with its extensive apple orchards, vineyards and efficient dairy industry. The brand strategists cleverly integrate the agricultural sector into their concept. As some fruit growers and vineyard owners run a guesthouse as a second mainstay, it makes sense to use the umbrella brand for local agricultural products.
Smoked ham from the well-known producer Siebenförcher in Merano, cheese from the Vintschgau region and wine from Lake Kaltern can carry the umbrella brand, as can culinary South Tyrol weeks at Jelmoli. The broad umbrella of the new brand encompasses everything that South Tyrol has to offer: from elegant luxury hotels from the Belle Epoque to "Speck vom Feinsten".
Goodbye confusionHistorically, many local labels for health resorts, hotels, museums, castles and cable cars have emerged in South Tyrol. The new umbrella brand now brings order to this almost unmanageable proliferation, as service providers that meet a specific, high requirement profile are allowed to adorn themselves with the "South Tyrol" umbrella brand.
MetaDesign - top in corporate designFounded in 1990, the Berlin-based agency MetaDesign has a wealth of experience in corporate design.
Branches in San Francisco and since 2000 in Zurich (MetaDesign Suisse). Its core competencies lie in the areas of corporate identity, brand strategy, corporate design and industrial design. The agency has also made a name for itself in corporate publishing and naming. "Our claim: your distinctiveness" is the credo of the agency, which focuses on credibility and trust, the highest assets for securing the future of companies, institutions or tourism regions. MetaDesign aims to implement these success factors credibly and convincingly through corporate design.
With clients such as Volkswagen, Audi and the Berlin Philharmonic Orchestra, the agency has won several important awards and established itself among the top European branding agencies. "We appreciate clutter because we like to tidy up," says the agency's homepage. And: "We love aesthetic solutions because we are designers by conviction." (wc)
Authentic, genuine, hospitable: South Tyrol relies on its traditional qualities without frills.
Christoph Engl on the secret of South Tyrol's success.
WW In Switzerland, the number of overnight stays is falling, but in South Tyrol they increased by three percent last year. How do you manage that?
Christoph Engl South Tyrol positions itself as a land of pleasure, as the northernmost region in Italy with vineyards, palm trees and high mountains.
And how does the world find out about these benefits? Südtirol Marketing Gesellschaft (SMG), founded in 2000, is organized as a private company, but receives 11.2 million euros a year from the public sector. 3.5 million euros come from private donors such as South Tyrolean products, namely the wine, apple and speck industries and tourism organizations. Our campaigns are based on detailed studies in the most important countries of origin.
Can you give examples? In Switzerland, with its high newspaper density, where people read a lot, the emphasis of advertising and PR is on the print media. In Germany, 70 percent of the budget is used for TV commercials, in Italy we publicize South Tyrol in promotional shows on television, a mixture of PR, advertising and journalism that would hardly be appreciated in Switzerland but is very popular in Italy.
We have long since realized that we will not get anywhere with parochial politics. South Tyrol is promoted as a whole, as a contrasting symbiosis of nature, culture, agriculture and tourism. An advertising spot might feature blossoming orchards and tourists on bicycles. This is how we promote agricultural products and tourism together.
Why the strong connection to agriculture? In South Tyrol, tourism is closely linked to agriculture. Vineyards and orchards characterize the landscape, many owners of guesthouses have vineyards or a dairy farm as a second economic mainstay.
The number of three- and four-star hotels with wellness facilities is high and their occupancy rates are above average because the price-performance ratio is right.
How does the collaboration with MetaDesign work? The company developed the umbrella brand strategy with us. The image transfer with renowned brands is important for us. For example, top photographers shoot fashion photos in our region for Ermenegildo Zegna; the brochure might then say "Zegna and South Tyrol - the best of Italy". This transfer, which benefits both partners, works with high-quality brands, whether they are cars, fashion or watches.
How important is the Swiss market? In the last ten years, the number of overnight stays by Swiss guests has risen by a third. The Swiss market is the third most important after Germany and Italy. The Swiss like leisure vacations, are affluent and want quality, which they get from us at a reasonable price. As a multilingual country, Switzerland has a strong affinity with bilingual South Tyrol. Because the Swiss have the most beautiful mountains, we position South Tyrol there as a Mediterranean land of pleasure.
How do you rate tourism in Switzerland? We have always had great admiration for Swiss tourism. There were hotel palaces in a magnificent landscape when we hardly had any guesthouses to offer. But for South Tyroleans today, Switzerland is considered unaffordable.
Interview: Werner Catrina
Christoph Engl was born and lives in Bolzano. The lawyer has been director of the South Tyrol Marketing Company (SMG), which successfully markets the province internationally, since 2001.
Werner Catrina

Digital photography At the heart of the new Cybershot W5 digital camera from Sony is the 5-megapixel chip with a 14-bit analog/digital converter, which ensures high image resolution and excellent image quality even for spontaneous snapshots. The Cybershot W5 is ready to shoot in just 1.62 seconds and can take up to 390 photos on a single battery charge. www.sony.ch

SME titles The SME magazine market remains in flux. The era of rapid expansion is over.
The last three years have seen new start-ups and expansion attempts among SME magazines. At first glance, 2005 looks set to continue in the same vein. A new SME title for the whole of German-speaking Switzerland called Blickpunkt:KMU is being published again these days. The approximately 90-page, bound and neatly designed free magazine with the byline "A magazine from your point of view" is starting with 11500 copies. Of these, 9000 copies will be sent to addresses of SMEs with at least ten employees, further copies will go to financial institutions with SME customers and the rest will be available at trade fairs. The magazine is published six times a year by the six-month-old publishing house Demolli & Partner in Basel.
Less advertising-heavy
But despite the young company and new title, there are some indications that Blickpunkt:KMU is primarily following in the footsteps of the previous quarterly KMU Spezial. The latter was apparently last published in September 2004, the homepage is dead, the telephone in Basel is not answered and e-mails are not answered by the publisher himself. At the same time, Yasemin Demolli, a former member of the KMU Spezial management team, is now the main editor of Blickpunkt:KMU. However, neither Demolli & Partner nor KMU Spezial have any further details. However, Blickpunkt:KMU distinguishes itself from KMU Spezial. Publishing director Michel Gysin emphasizes that, in contrast to KMU Spezial, the new magazine does not see itself as a link between SMEs and the IT sector; the aim is to be much broader and less subject-specific. Blickpunkt:KMU is also less "advertising-heavy", says Gysin, but adds that the articles are accompanied by thematically appropriate and paid publicity reports, which are referred to as "advertorials". The better such an advertorial complements the editorial environment, the less the customer has to pay for it, says Gysin.
So much for the newcomer. But there have also been changes to the existing titles. The most spectacular is that of Leader, which until a year ago only covered eastern Switzerland (WG 26, 28, 44, 61), but then expanded rapidly and apparently took over. At the beginning of May 2004, the SVP-affiliated magazine launched an edition for north-western Switzerland (6000 copies), followed by the Zurich edition (17000 copies) at the end of May(!) and then Bern/Solothurn (13000 copies) in June. A Central Switzerland leader split was also planned. However, the publisher Metrocomm in Wil (SG) has since had to cut back considerably: The Zurich and Northwestern Switzerland editions were discontinued immediately after the first issue - because they were unprofitable - and outside of Eastern Switzerland, only the Bern/Solothurn edition remains. The main reason, according to publisher Natal Schnetzer, was that the Leader had no suitable acquisition partners in Basel and Zurich. In fact, in both cases Metrocomm had commissioned two agencies in Eastern Switzerland, including his father's Context Publishing, to sell the advertisements. The situation is different in Bern, where a local agency is responsible for acquisition. Schnetzer has not yet completely extinguished his dream of covering German-speaking Switzerland by means of regional splits, but he does intend to proceed in smaller steps in future. And above all, only with local sales organizations.
Another split
The largest SME title, KMU-Manager, had a similar experience. Last year, it increased its certified 116,000 copies by 30,000 P.O. Box copies. At the same time, it split the circulation: from September, 400,000 copies for the greater Zurich area received a 16-page supplement with its own front page, introductory interview, paid PR texts and around eight pages of classified ads - to accommodate regional customers in terms of price. Another split for Eastern Switzerland followed in December. But unlike the Zurich split, the one in Eastern Switzerland was not profitable and only appeared once, as co-publisher Peter Blattner freely admits. The reason: they had underestimated the tough conditions in Eastern Switzerland.
On a positive note, the KMU-Manager, which was already the only SME title to participate in the MA Leader, was also the only one of its guild to be surveyed by Mach Basic last year. However, with 100,000 readers, it shares the fate of many free titles that do not even reach one reader per copy. Another fly in the ointment for the SME manager is a recent ruling by the Fairness Commission, according to which the paper has so far failed to distinguish publicity reports clearly enough from editorial text (see box). The KMU-Manager will probably comply with the ruling and choose a different layout for PR texts in future.
The ruling was initiated by an almost namesake of KMU-Manager, KMU-Magazin. Publisher Engeli & Partner was concerned about the image of its own title, said editor-in-chief Hans Suter. "We are committed to clean journalism and want to prevent the shortcomings of some of our competitors from affecting our image.
rub off on everyone." The most significant innovation for the SME magazine is that it will be included in the MA Leader for the first time. According to Suter, the magazine has also had a "very good year". "We were over budget - and in the first two months of 2005 we are even massively over budget."
The three-year-old KMU-Business has also experienced "extremely positive development", says its publisher Jorge Chavez. Since its launch in fall 2002, the Mediax magazine has increased the number of issues from five to six and now eight per year. Last year, the magazine was also in the black for all issues. It is therefore already clear that "the balance sheet for the SME market", as Chavez calls his magazine, will be published monthly from 2006.
He also wants to expand the editorial team, generate more additional benefits for subscribers on the homepage and "triple the number of subscriptions from just under 13,000 today in the medium term". To this end, he is entering into partnerships with business publications, such as the current combined subscription offer with Stocks, which Chavez says is going very well.
Clear verdict from the Fairness CommissionCommercial communication "must be designed and labeled in such a way that it is clearly recognizable as a paid placement". This is stated in point 3.12 of the principles for fairness in commercial communication.
The Fairness Commission now states that there is a lack of clear separation in the case of KMU-Manager, even though it labels its publicity reports as such. "The PR articles have the same number of columns, the same structure and layout as well as the same identifying colors. It is therefore no longer possible to speak of sufficient recognizability and differentiation." The Commission's decision is therefore clear: the assessed title "has acted unfairly within the meaning of principle no. 3.12 and is requested to refrain from this type of commercial communication."
This verdict is all the more serious as the SME manager also bears the "Q-Publication" seal of approval from the Swiss Press Association. As a Q publication, however, it must adhere to certain guidelines, including the following: "The principles of the Swiss Fairness Commission are observed and complied with." It will now be interesting to see how the expert committee responsible for certification reacts. According to the mission statement, it not only awards the seal, but also "monitors compliance with the standards."
Incidentally, the ruling should also be interesting for the new Blickpunkt:KMU magazine. There, too, the layout for publicity reports and articles is identical, and the PR texts are written using the uncommon "adver-
torial" is concealed rather than labeled. (mk)
Markus Knöpfli

Tourism The public relations agency Panta Rhei in Amriswil TG has taken over the PR and marketing mandate of tour operator Smeraldo Tours, which specializes in Sardinia and the Amalfi Coast. Panta Rhei already handles a number of tourism accounts, including KLM Royal Dutch Airlines, Europa-Park, Appenzellerland Tourismus, Hotelplan and the KKL Luzern.

Newspapers A symbol is not only a symbol, but according to the Duden dictionary it can also be an "expression of the unconscious, the repressed".Newspapers A symbol is not only a symbol, but according to the Duden dictionary it can also be an "expression of the unconscious, the repressed". The Viennese soul doctor who wrote his dream (symbol) interpretation over 100 years ago also knew this. And the "publicists" who are advertising the NZZ's third anniversary edition these days know this too.
They have been doing this since their birth with just one word at a time, to which they add the visualization of a syllable.
something enigmatic or dreamlike and then ambiguous.
Fans of commercial irony will remember the black sheep symbolizing "economy" or the punk representing "points of view". The hollow hand stretched out demandingly towards the viewer in the "share trade" also refers to a meaning behind the meaning, which seems almost Freudian in its succinctness and smugness. But enough of the miserable advertising explanation, after all, dreams are much more fun and meaningful than analyzing them.
(oc)

Crossmedia Goldbach Media far exceeded its own expectations in 2004 and is clearly in the black for the first time.
After three difficult years with break-even in 2003, Goldbach Media AG posted a respectable profit of CHF 1.7 million for the first time in 2004. An astonishing feat, considering that the cross-media company reported a deficit of 16.8 million francs in 2002. CEO Klaus Kappeler was accordingly proud to present his figures, which were made possible by a whopping 26 percent increase in net sales to CHF 162.8 million. This is all the more surprising given that Goldbach Media had forecast an increase in sales of 15 to 20 percent for 2004 when investor 3i joined the company last November. Kappeler explained the strong deviation with an extremely good fourth quarter, in which advertising customers behaved diametrically differently than a year earlier. "In order to improve our own balance sheets, some customers withdrew major orders at the last minute," recalls Kappeler.
All Goldbach divisions contributed to this growth, which is probably unique in the industry. TV marketing increased by 10 percent to CHF 113.4 million, the radio segment rose by 49 percent to CHF 29.8 million and online sales almost tripled from CHF 5.8 million to CHF 16.2 million - primarily thanks to the Adlink integration, of course. The still young medium AdScreen increased its sales sevenfold to CHF 3.4 million in its first full year. There were slight shifts in the shares of total Group sales: TV still accounts for 70 percent (previous year: 80 percent), radio comes in at 18 percent (15.5 percent), online and AdScreen now have shares of 10 and
2 percent. Kappeler estimates that, despite further growth, the TV share will still account for around 50% in three years' time and that the company will therefore be more broadly based.
Kappeler is particularly pleased that Goldbach not only made a profit in 2004, but also generated equity of CHF 1.4 million. In 2003, this item still showed a minus of 5.1 million francs and was only covered by loans. "We have achieved this development through our own efforts. We can now present a healthy company," he exults. The equity ratio is 2.1 percent of the balance sheet total of 63 million francs.
Kappeler emphasized last autumn that an IPO was not an issue. He says this again now, but qualifies it: "We want to present another year with a super result and will then consider how to proceed." And 2005 looks set to be a good year, as Goldbach Media continues to climb despite the advertising industry's decline. Kappeler is expecting sales growth in the double-digit percentage range once again. This is underpinned by initial trend figures from the first quarter: Goldbach is currently 20 percent up on the previous year in terms of incoming orders, said Kappeler. Goldbach is now setting up a new mobile division, and the Group also plans to present its first cross-media award on June 1. In addition, the portfolio is being expanded, particularly in the AdScreen area.
Goldbach Media ViennaA good CHF 4 million of Goldbach's net sales come from Goldbach Media Vienna. Growth there amounted to 70 percent, with one third coming from the TV business (first full year with MTV) and two thirds generated in the online sector. (mk)
Markus Knöpfli

Premedia & print catalog production requires suitable printing processes and a standardized cross-media workflow Standardization is the be-all and end-all of profitable catalog production. Prefabricated product structures and interfaces as well as automated processes are not a contradiction to individual customer requirements and flexible solutions, but a prerequisite. Today, catalog production is almost always a cross-media project. This means that different media are served from one and the same database: Print, Web and CD-ROM. For this reason, the planning must be very detailed (see box), and in the case of full-service customer support, the premedia workflow includes the creation, transfer and management of text content, images and graphics. The transferred text content (product groups/names, explanations/testimonials, options, key/order numbers, dimensions/weights/construction sizes, prices, cross-references) form the framework of the catalog. Importing structured data directly from the customer's merchandise management system is ideal. If photos and videos are to be taken, the goods and a list based on the merchandise management system must be provided. In this phase, translation work is recommended for planned language versions, taking into account any foreign prices.
The images usually come from digital studio photography. Nowadays, photographers often embed ICC profiles in the Photoshop files to ensure consistent color reproduction of the images. The customer's corporate design elements, i.e. logos, fonts, spot color data and digital graphics, must also be adopted or created.
Content management with XMLAll created and transferred content ends up in a media database that is managed by a content management system. The system "marks" these files with metadata, i.e. keywords (product name, key/order numbers, prices, versions, etc.) are assigned either automatically via XML export or manually. The authors (customers, photographers) should already have entered rights notes (Microsoft Office "Properties", Photoshop "File information"). The documents can then also be stored, sorted and accessed according to the metadata.
Extensible Markup Language (XML), an important automation factor, is an HTML-related meta language that is used to mark up files with metadata. The special potential of XML lies in the fact that the relationships between texts, images and graphics that originate from electronic documents (e.g. Word, Excel, PDF or layout files) that have been exported to XML are retained. These page elements can therefore be easily scaled, colored, rotated, moved, changed in resolution or exchanged between versions.
Print layout as a basis
As a rule, the printed catalog is the main product; the web and CD are technically by-products. The next step is therefore the design of the printed pages. Layout designers working with QuarkXPress or Adobe InDesign use the media database for this. If different versions are to be created, the roundtrip method can be used thanks to XML: The content including XML data is exported from the layout file, edited with regard to the new language and/or price version (e.g. replaced by the corresponding XML-marked new data) and imported back into the untouched layout. The premedia track for printing is completed by exporting the catalog pages to PDF via Acrobat Distiller.
Large mail order companies often also produce special interest editions with selected product groups. There is also an interesting trend towards scaled-down second editions of the complete catalog in paperback format.
The XML-exported print layout also serves as the basis for CD and web production. Now, for example with Adobe FrameMaker, the page elements can be optimized according to the new target medium - largely automatically in connection with the media database: The product groups are combined and linked in clear menus, the images and graphics are given lower resolutions and are linked as JavaScript-clickable SVGs (Scalable Vector Graphics) with an enlarged display or a short video clip, buttons and electronic forms supplement or change the appearance. SVGs are image files that have been provided with interactivity or that have several language versions in their image layers.
In contrast to a CD, which like the printed catalog is an offline medium, the catalog on the Internet offers almost unlimited
E-commerce opportunities! Here, too, standard modules are an advantage: the media service provider will not program from scratch every time, but will use ready-made solutions, such as eSystems Shopmaker, into whose predefined structures only the customer content from the media database and the layout ideas are incorporated - special XML vocabularies for e-commerce and online marketplace systems
(e.g. BMEcat, ebXML, eCl@ss, UNSPSC, XForms) make it possible. Automatic order evaluation can even be used to generate consulting functions: For example, the online book retailer Amazon lists the similar titles that other buyers have also decided on for each requested product.
Print and finishingThe print run and page count of a catalog determine the printing process. Gravure printing dominates mail order catalogs, well ahead of heatset web offset. However, if catalogs with smaller page counts and shorter print runs are also taken into account, offset printing has a slight overweight overall.
Irrespective of this, high-volume gravure or heatset printing
catalogs, the cover is often provided by sheet-fed offset printing.
Gravure printing and heatset are on a par in terms of quality. Every year, Ikea praises the best quality gravure printer for its catalogs printed in several countries.
A small but steadily growing area of application is the on-demand printing of very small or heavily split catalog print runs. In this case, toner or ink-based digital printing is the ideal solution. The number of pages does not matter; it is no problem to digitally print several thousand pages in sorted order. In addition, inkjet systems are used in the mailroom for printing addresses on the cover or in cover windows.
It is important that the finishing technology - especially folded sheet logistics and capacity in three-side trimming - is designed for high page counts. Discus intermediate storage systems are useful as a capacity buffer between the printing and folding machines. Such systems are available in magazine printing plants, which is why these companies are often also involved in catalog printing. Finally, the catalogs are shrink-wrapped or sealed in carrier bags.
Planning criteria for catalog productionOrganization and volume General: print run/page count (printing process!), annual/seasonal editions. Content management: Image and text transfer from Office programs, databases, merchandise management systems (XML-compatible, intranet connection).
Cross-media: Multiple use of media-neutral catalog data (print, CD, web), versioning. Distribution: addressed (post, courier), inserts in print products/packaging, web download (with recording of customer data).
Creative design/illustration General: product photos, application photos (screenshots, action), CAD drawings, schematics, diagrams, brand logos. Image creation: digital studio photography, booking models/locations, creating graphics. Layout: uniform or individual/changing layout, image placement freely or according to a scheme. First impression: emotional, original, serious, technical, clear. Versions: Format and language versions (commission translators), special interest editions. Convenience: Keyword index (page numbers, links), product groups (different colors,
pictograms, cross-references, digital finders), order numbers.
Price display: directly next to the products, in tabular form, in a separate price list. Ordering options: perforated postcards, fax form,
E-mail, telephone hotline, field service, online shopping (shopping cart system, credit card/invoice/payment on delivery).
Function and business in general: Mail order, Internet trade, sales support, consulting, customer loyalty, image.
Target group: Private end customers (consumer), corporate end customers (managing directors, office/administration, purchasing, technology/support), trade (purchasing, distribution/sales). Sector: Industry, IT/electronics, furniture, clothing, all-round, travel/tourism, books (publishing, book trade), etc.
Response: Marketing and measurement tool for the successful placement of products on the market. (dk)
Gravure printing: The printing form cylinder width of the KBA TR12 starts at 4.32 m - with a corresponding cylinder circumference, it offers space for up to 288 A4 catalog pages.
With the XTension Atomik Roundtrip from Easypress different versions of a catalog can be created in QuarkXPress.
Thanks to XML, content can also be published on the Internet.
Dieter Kleeberg

Development aid Following an agency evaluation, the development organization Helvetas has decided to work with Spillmann Felser Leo Burnett (SFLB).development aid Following an agency evaluation, the development organization Helvetas has decided to work with Spillmann Felser Leo Burnett (SFLB). A new communication campaign and fundraising measures are planned. The first works will be on show in the spring. Helvetas is celebrating its 50th anniversary this year. With over 43,000 members and around 40,000 benefactors, Helvetas is one of the largest Swiss aid organizations.

Apple has introduced new iPod-photo models. In addition to a 30 GB model for 7500 music tracks, there is now also a 60 GB model with a capacity of up to 15000 songs.Lifestyle The larger model stores up to 25000 digital photos in addition to the music collection, which can be played back on its high-resolution color display. Both models can import photos from digital cameras via the new iPod Camera Connector and show them on the display. www.apple.com/chde

Events DirecTrade AG has opted for Newton 21. With immediate effect, the Zurich-based communications agency will support the event and trading company with marketing communications.DirecTrade is represented in Switzerland and Germany. In addition to event organization and support, the company acts as a general importer for various sports and lifestyle products.